An Intuitionistic Fuzzy Full Consistency Method for Analysing Green Buying Behaviour

Aparajita Sanyal (), Sanjib Biswas () and Sriparna Guha
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Aparajita Sanyal: Amity University Kolkata
Sanjib Biswas: Amity University Kolkata
Sriparna Guha: Amity University Kolkata

Chapter 15 in Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, 2025, pp 283-310 from Springer

Abstract: Abstract Over the last few decades, there has been an increasing interest of the customers to buy green products. It is imperative to know whether there is any gap between the purchase intention and the actual buying decision for green products. This research aims to unearth the dynamics of factors (“driving force or DF”) driving the purchase intention and the factors (“restraining force or “RF”) opposing the intention to convert into a purchase. This research proposes a novel force field analysis (FFA) framework using the full consistency method (FUCOM). FUCOM is used to derive the weights of various DFs and RFs to obtain the aggregated impact scores (AIS). The work involves the opinions of 109 customers. The researchers use intuitionistic fuzzy numbers (IFN) to offset the bias in the subjective opinions. Product composition (DF1) and health consciousness (DF3) are the top two driving forces, while the major challenges are low product utility (RF5) and lack of awareness (RF4). The AIS of DFs is higher than that of the RFs. This work has the advantage of including the inherent capability to check consistency and consideration of both membership and non-membership grades. The approach of the present work shall be of interest to the decision-makers.

Keywords: Green consumer behaviour; Intuitionistic fuzzy numbers; Force field analysis; FUCOM (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-2548-2_15

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DOI: 10.1007/978-981-96-2548-2_15

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